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Make Magic with Anticipatory Design
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PREPARED BY
MAKE MAGIC WITH
ANTICIPATORY DESIGN
@MARSINTHESTARS
October 6, 2016
CSForum
Marli Mesibov, Managing Director of Content Strategy
Mad*Pow
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• Managing Director of Content
Strategy at Mad*Pow
• Managing Editor of UX Booth
• My new obsession: Alfred
#CSFORUM16 | @marsinthestars
Who am I? Why am I here?
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Alfred anticipates your every need.
• He makes you feel cared for but not smothered.
• He knows what you need before you do.
• You trust him implicitly.
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Who is Alfred?
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“Make your customer the hero of your story.” –Ann
Handley, MarketingProfs
“The hero of your story should always be the
consumer.” –Jonah Sachs, Free Range Studios
Alfred makes Batman into a hero.
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Who is Alfred?
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Mad*Pow is a design agency full of passionate
people, in a creative environment, delivering amazing
experiences for industry leading clients.
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Agency Overview
• Interaction & Visual Design
• Content Strategy & Creation
• Experience Strategy &
Service Design
• Research & Validation
• Digital Marketing Strategy
• Brand Development
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• Cyclical in nature
• Adapt to a client's needs
• Consistently learn & refine new
methods
• Educating & advocating as we go
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Our Human-Centered Design Process
DISCOVER SYNTHESIZE GENERATE FOCUS
Initial Insight Strategy /
Plan
Prototype
EVALUATE
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“Content strategy is planning for the creation,
delivery, and governance of usable, useful content.”
–Kristina Halvorson, Brain Traffic
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Content Strategy
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When we anticipate people’s needs, we do that
through:
• Speaking their language
• Offering valuable “just in time” information
• Semantic search
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Content Strategy
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The best practices we discovered for anticipatory
design come directly from best practices in
experience design and content strategy.
• Focus on context
• Beware over-personalization
• Ensure the user retains ultimate control
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Best Practices
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• Focus on context
• Beware over-personalization
• Give the user ultimate control
Who’s doing it, and are they succeeding?
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Best Practices
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Semantic search connects words to meanings
Chosen based on context:
time of year and my
location.
Google also identified the
film that I was looking for.
I searched “movie devil
great trick.”
Google was able to
complete the quote based
off three words, and
connect video and text.
#CSFORUM16 | @marsinthestars
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Amazon anticipates product searches
Related to history: other
items I have previously
viewed.
Chosen based on context:
time of year and my
location.
Personalized: a broader
selection of items I may
liked based on browsing
Related to history: other
items I have previously
viewed.
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Opportunities
• Stakeholders were excited for something new
• Users were actively asking for “Siri, but for
insurance”
• Insurance is confusing!
• No one has done it before
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Constraints
• We had minimal data
• We didn’t have Google’s “black box” or Netflix’s
numerous data engineers
• Insurance users worry about how secure their
information is; if we over-personalized we risked
losing their trust
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Project steps
1. Discover what members want.
“Anticipate my needs” is a broad
realm
2. Synthesize the key scenarios
3. Generate formats and design
4. Focus on the user “actions”
(Spreadsheet mania!)
DISCOVER SYNTHESIZE GENERATE FOCUS
Initial Insight Strategy /
Plan
Prototype
EVALUATE
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#CSFORUM16 | @marsinthestars
Step 2: Synthesize. Explore the key scenarios
Reasons a member might be on the site:
• They receive an email prompting them to log in &
activate their coverage
• They want to know how much something will cost
• They need to refill a prescription
• They need to register a PCP to get a referral
• They got a bill or statement they don’t understand
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Step 4: Focus. Collect the member actions as “triggers”
An action is:
Something a member does
• Log in
• Update information
• View a claim
• Go to a doctor’s
appointment
• Change jobs
Something the organization does
• Process a claim
• Send a bill
• Accept a payment
• Identify upcoming
important dates
• Make suggestions
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Find actions by:
• Reviewing analytics
• Brainstorming with the team
• Talking to the dev team
Step 4: Focus. Collect the member actions as “triggers”
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The Business Rules are defined by:
• All the actions
• What “triggers” (causes) each action to occur?
• The best triggers are the ones we can control or easily
access
• Triggers must be recognizable by the system
• Prioritization of each action and each trigger
Step 4: Focus. Collect the member actions as “triggers”
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#CSFORUM16 | @marsinthestars
Make your user a hero
You have the power.
• You don’t need a huge team
• You don’t need Google’s black box
• You need motivation, organization, and a
human-centered perspective
Michael Caine as Alfred in Christopher Nolan’s The Dark Knight trilogy
Am I just in love with Caine?
Michael Caine as Alfred in Christopher Nolan’s The Dark Knight trilogy
Am I just in love with Caine?
Jen
Experience design has grown beyond simple screen usability and interface design; we now design for a customer’s entire journey across environments and circumstances.
Experience design seeks to empower people to achieve their goals and identify opportunities to anticipate their needs along the way.
Marli
Marli
Google Now combines appt in calendar + details in an email + GPS address + maps
Speak to Explicit + Implicit search
Jen
Jen
Netflix knows I watched and enjoyed The Fall so it (correctly) suspects I might like Happy Valley
Netflix’s rating system is not used for predictive elements, misleading
Marli
In theater it’s said the best lighting design is the one you don’t notice.
Similarly, this error message doesn’t seem so amazing, but what other error message is that specific? Suggests something to DO instead of just “wrong username”
14 stakeholders
What was their goal?
A better site and landing page, something members would find useful
The steps we took [research – design – implementation]
Research then created a strategy
Call center
Analytics
We invited members to our office: participatory design research
Wrote love letters/breakup letters
Designed their perfect experience on the site
The members started talking about “Siri for insurance!”
Marli
Marli
These were the initial basis for what we called “triggers”
Jen
Anticipate their needs
Easier said than done.
Still provide a dashboard of key information, don’t anticipate as if you’ll always be correct
Anticipate their needs, but get out of the way quickly & unobtrusively
Marli
Hang onto the unfeasible items
Identify the level of effort
Identify the priorities
What happens if there’s no trigger?
Build a journey: trigger means X happens. How many items appear at once? How frequently? Make it feel “human.”